I just received a call from SBC Yellow Pages, it is time to renew for another year. They have quoted us a 22% increase and I am appalled that they could even think I would just sign on the bottom line for that kind of increase! That brings me to the overall performance of the yellow pages advertising medium. We have been tracking our advertising and to be honest, the 3 three different books of Yellow Page ads that we run in are only generating about 2-4 projects a month. Total cost of the ads is about $300 and it is only generating between $300-$700 worth of business (on averages). Is the landscape of Yellow Page ads effectiveness evolving? Is the consumer more apt to respond from coupon mailers and online advertising? Of course a multi-layered approach is necessary for successful advertising, but at what expense? Don't get me wrong here, I still believe in having some presence in the Yellow Pages. We are in the heavily populated Southern California area and there are at least 5 Yellow Page Books in our area. The SBC Book is of course the monster book. But, effectiveness is part of the marketing story and I am wondering if other framers in heavily populated areas have seen a decrease in the effectiveness of their investment in Yellow Page display ads? Given the SBC book is more of a regional type coverage area. Maybe looking towards the smaller localized books would a wiser investment? Any thoughts on the 2004 marketing plans?